Mobile advertising platform, Ad Colony unveils some interesting findings on consumer behavior on mobile as the holy month of Ramadan begins. The company surveyed people throughout the Middle East and North Africa about mobile usage during the Ramadan season. Respondents typically aged from 25 to 44 years. The key highlights of the survey are as follows –

• 62% of respondents say they will spend more time on their smartphones during Ramadan.
•  63%of respondents use their mobile devices during the day compared to after iftar (27%) and during suhoor (10%).
• 56% of respondents say they will spend more time playing mobile games during Ramadan.
• More than half of the respondents (60%) have purchased something on their mobile device directly from an advertisement and 77% said they would purchase something on their mobile device directly from an ad if the product was relevant to them.
• 82% of Ramadan shoppers mostly use their smartphones for online shopping and 51% of Ramadan shoppers prefer to buy in-app.
• Clothes, groceries, and confectionery products are the items most Ramadan shoppers are planning to purchase.

Warrick Billingham, VP of Sales EMEA & LATAM said, “The increase in mobile usage continues to be a growing trend for consumers in the MENA region during Ramadan, where time spent online and consumer spending is higher than any other period in the year. Thus, requiring businesses to change their approach during this important period with a stronger mobile advertising strategy.”